Internet based marketing research: a serious alternative to traditional research methods?

Internet based marketing research: a serious alternative to traditional research methods? This paper examines how online market research is utilised within UK market research agencies and what opportunities or problems this new research tool is giving the market research industry. The research involved sending 120 postal questionnaires to UK based market research agencies that claimed to do Internet based research. The main findings from the study show that the dramatic growth predicted by industry commentators is not evident among practising market researchers. Internet research is tending to be used for specialist types of research study such as Web site evaluation, business to business and employee research, where the audience is more likely to be online, or are part of an easily accessible database list supplied by clients. The research also found continuing concern about sample frames, attrition of panel members and response rates. Many in the industry are still undecided on the likely problems and opportunities associated with Internet research. There needs to be far more research and development if Internet based research is to become a serious alternative to traditional research methods. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Internet based marketing research: a serious alternative to traditional research methods?

Marketing Intelligence & Planning, Volume 21 (2): 6 – Apr 1, 2003

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500310465380
Publisher site
See Article on Publisher Site

Abstract

This paper examines how online market research is utilised within UK market research agencies and what opportunities or problems this new research tool is giving the market research industry. The research involved sending 120 postal questionnaires to UK based market research agencies that claimed to do Internet based research. The main findings from the study show that the dramatic growth predicted by industry commentators is not evident among practising market researchers. Internet research is tending to be used for specialist types of research study such as Web site evaluation, business to business and employee research, where the audience is more likely to be online, or are part of an easily accessible database list supplied by clients. The research also found continuing concern about sample frames, attrition of panel members and response rates. Many in the industry are still undecided on the likely problems and opportunities associated with Internet research. There needs to be far more research and development if Internet based research is to become a serious alternative to traditional research methods.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Apr 1, 2003

Keywords: Internet; Market research; Online computing; Questionnaires

References

  • E‐mail survey response rates: targeting increases response
    Jackson, A.; DeCormier, R.

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